Abstract:

Today the world economy has undergone a radical transformation in the last twodecades. The
companies are emerging at the faster level. The technology and advances have permitted
companies to widen substantially both the Markets and suppliers sources. Now ascompanies
are emerging with their new products, marketing has become exuberant activity inexpanding
the market globally. Marketing starts with human need and wants. It is a human activity
directed atsatisfying needs and wants through exchange process.Marketing management deals
with identifying and meeting human and social needs. Itis basically a meeting needs
profitability.In other words we can say that It is the process of planning and executing
conception, pricing, promotion and distribution of ideas, goods and services to create
exchanges thatsatisfy individual and organizational goals. The aim of marketing is to know
and understandthe customer so well, that the product or service fits him and sells itself.It acts
as an instrument to lift up the standard and life style of the economy with thehelp of
marketing; we are able to get the products at our doorstep at our choice and needs. Thewhole
economy would be sluggish if marketing did not exist. Marketing is of criticalimportance
because it maintains stability in the economic condition.Marketing is an existing, dynamic
and contemporary field. It is recognized as the mostsignificant activity in the society.
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Marketing has a widest connection which includes in its fold selling, buying,Transportation,
warehousing, pricing and packaging. All these activities geared up together toreach strong
preferences for particulars BRAND AWARENESSAs such todays companies are facing
the toughest competition everywhere marketingis playing a very important role.
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INTRODUCTION TO BRAND AWARENESS

With the opening of the market or the post liberalization period has resulted in
manycompanies entering the markets with offerings of their goods and services.In the earlier
stages of economic revolution consumer had to accept what themanufacturer has produced.
But todays consumers are much more educated, demanding,expect lot more to suit their ever
changing life styles. There by their quality expectations have been elevated from time to time
in order to rebuild it-self around its customer.The manufacturer should be able to satisfy, with
the type of product and services to match theever-changing customer requirements.In
developing a marketing strategy for products, the sellers have to confront the branding
decision. Brand is a major issue in product. Customers have strong preference for particular
versions and brands of basic goods and services. The manufactures eventually learnthat
market power lies with the brand name companies. Consumers buying decisions
areinfluenced by the brand.In this competitive world, the Brand plays an important role and
a brand is very prominent asset owned by an organization. Brand is endowed with awareness,
perceivedquality, associations and brand loyalty. Brand is presented as creative idea.A brand
is a promise of the seller to deliver a specific set of benefits or attributes or services to the
buyer. Brand represents a level of quality.
Meaning
A Brand is symbol, a mark, a name that acts as a means of communications which brings
about an identity of a given product.
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A Brand in short is an identifier of the seller or the maker. A brand name consists of words,
letter or numbers that can be vocalized. Brand mark is the visual representation of the brand
like a symbol, design, distinctive coloring or lettering. Brand creates a bond betweenthe
customer and a product.
Definition:According to American marketing association
A Brand is defined as a name, item, sign,symbol or special design or some combination of
these elements that is intended to identifythe goods or services of one seller or a group of
sellers. A brand differentiates these productsfrom those of competitors.
In the word of Philip kotler
A brand is a name, term, sign, symbol or design or combination of them. Intended to
identifythe goods or services of one seller or group of sellers and to differentiate them from
those of competitors.
Role of Branding
In todays world brand names come to create identify to distinguish one product from
another.The following points to pin down its precise role.

Brand is a massive asset: Brand is an intangible asset, because it is impossible toduplicate

brand name.

Brand is promotional tool: The product differentiation is done by a brand through

sales promotion.

Brand is a weapon to protect Market: A consumer has tried and liked a product, the brand
enables him to identify the product and repeat the purchase.
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Brand is antidote for middle mens survival: The class of middle man always tends togo for a
successful brand.

Brand is a means of identifications of customers: Brand is the easiest way of identifying

product or service by customers.A brand can convey the consumers through six levels as
shown below:
Attributes:
a brand first brings to mind certain attributes for a particular product.
Benefits:
consumers are buying benefits of the product with brand.
Values:
the brand tells about values which says same thing about the product values.
Culture:
the brand represents a different culture.
Personality:
a brand project a personality which can be person, animal or object.
User
: the brand suggests its own target audience to use the product.
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AttributesBenefitsValuesCulturePersonalityUser
Brand Conveyingthe Consumer

TYPES OF BRANDSBrand Awareness of the Product

Aware of brand, when its presence is registered in the mind of consumers. The level
of awareness can range from mere recognition to recall to top of mind to dominant.
Thecompany is spending money to keep brand in consumers memory.A strong brand
awareness means easy acceptance of new products. Brand with strongawareness can brought

and sold to create brand name with enduring strength.An organization can put its customer
awareness, identify and develop it further to build strong brand. It is enhanced by creating a
brand loyalty and establishing brand identityof a product.Brand awareness is asset which
brand managers create and enhance to build brandequity. It is related to the nature and
features of product. It leads to brand strength which isconstituted by measuring the variable
like leadership, stability, Market, geographic, trend,support and protection etcCreating
brand awareness with the use of advertising, promotion event managementetc a different
brand has different kind of awareness which retains recognition.
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Manufacturer BrandNationalBrandMultipleBrandPrivateBrandSingleBrandFamilyBrand
Brand

Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions,motivation

drives and desire. Consumer feels more powerful when he uses the brand.Satisfactions or
preference for a brand shows how loyal the consumer is likely to be brand. Now a days
consumers are experience with brand awareness for different product, where theconsumers
expectations levels are increased towards brand, product etc
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THEORETICAL BACKGROUND OF THE PROBLEM SELECTED FOR THESTUDY

People communicate with each other for various reasons. As the ability to gather process and
communicate information the demand for the user more sophisticated technologyhas come
into picture. Mobile technology has come into revolutionized thetelecommunication industry.
It has allowed communicating from a mobile location which hasforever changed the way
people communicate. Today, where a large proportion of the population own and use mobile
connection, the companies have to cater to this needs.Bharti enterprises provide a different
range of services like postpaid, Prepaid, SMS, ST D facility, national and international
roaming, national and international S M S. which are being serviced to the customers under
the brand name AIRTELToday, we have a large number of brands of telecommunication
available in themarket. Since it is a very popular brand used, it is an industry by itself having
a large number of competitors, each varying from one another to grab higher market
share.This study is designed to understand the BRAND AWARENESS TOWARDSAIRTEL
MOBILE CONNECTION with competing other leading brands.
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NEED FOR THE STUDY

Today costumers are facing a growing range of choice in the different brands of products and
services. They are making their choice on the basis of their perceptions of brand,quality
service and value.Companies need to understand the rapid growth of global market place.
Where, the companiesshould choose brand names with an eye to their global reach.This study
is not concerned only with brand awareness but deals also with other facts. Itincludes a wide
preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?

If given, would they like to purchase same brand product again?

Did they feel that the branded product matches their expectations?

How the brands influence the market?

How relevant the brand towards trend?

Do brand suggestive to the products?

Are they satisfied with the brand, price, quality etc? These questions will help in
understanding better, what factor influence the people about brand awareness?The marketers
have realized that they have to take technical decisions concerning the brand to cater to the

needs of the consumers to develop brand identify and brand position.The company must
understand how their consumers perceive brand, quality and howmuch they expect.
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Therefore, it becomes very necessary to understand, analyze and evaluate the brandawareness
in a systematic manner and act accordingly for existence.
STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know howmuch
market power lies with the brand name. The study of brand awareness is essential
inmarketing planning. Customer needs and preferences keep changing where brands
ultimatelycommand customers loyalty.The realistic side of the problem is to know the
acceptance level of the brandawareness towards the product. This study will help us to
understand the brand awareness andwhat problems are being faced by the consumers, to
which appropriate measures to be takento solve the problems.This project has mainly been
taken up to understand the brand awareness, buyingmotives to ensure the Brand awareness
towards AirTel Mobile connection apart from this, itis to understand the new opportunities
in the market for the improvement of brand awarenessand sales towards the products
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OBJECTIVES OF THE STUDY

To identify the consumer needs.

To know the brand image AirTel.

To measure the brand image towards AirTel.

To know the consumer attitude and demand towards the brand AirTel.

To find opinion about brand and service provided by AirTel.

To find the effectiveness of advertisement in developing the brand AirTel.

To know the consumers reaction towards brand AirTel in respect of price,offers-schemes

etc
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SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand
andidentify the human action towards brand.The information thus gathered by conducting a
systematic market research would help tofinding out the brand awareness of the
consumers.This study was mainly focused towards people of Bangalore who belong to
different agegroup and reside in different localities, in order to find out their preference given
to particular brand.
METHODOLOGY

Data is the information collected from various sources. It is concerned with gather accurate
and proper knowledge about the problem that is in hand. Formally there are 2 typesof
gathering information namely primary data and secondary data.
Data collection mode:
Two methods have been used to collect the relevant data, which areessential for the study,
they are:
Primary Data:
data is collected to obtain desired information through structuredquestionnaire.
Secondary Data:
it is compiled through books, magazines, newspapers and internet etc
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Sampling plan:
A small selection of the large group which is taken for interviewing is called sampling.A
sample is taken representative and adequate which gives proper information.In order to study
brand awareness towards AirTel mobile connection the followingsampling plan was
adopted.
Sample size:
A sample size of hundred was taken in order to carry the study.
Sampling unit:
For this survey the target population consisted of people residing in various localitiesof
Bangalore between the age group 20-70 who are the users of AirTel. Instrument of
datacollection is questionnaire.
Sampling technique:
A simple random technique was adopted to select the representative sample from thesampling
unit.
Tools for data collection
Data for this study is collected from both primary and secondary data.The primary data is
collected through a structured questionnaire which was prepared tointerview the
respondents.The secondary data was collected through discussion with officials of the
company toget general information, data was also collected from newspapers, books,
magazines,company records and internet etc
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LIMITATIONS OF THE STUDY

The study is restricted to some areas of Bangalore city.

The findings of the study are based on the assumption that the respondents divulgedcorrect
information.

The study is relevant only to present situation and not to future.

Bias and unwillingness of certain respondents to answering some questions mayhinder the
study.

The study is time bound, due to rapid changes in the market, expectation level of consumers,
introduction of new products.

The study may not be applicable over a period of time

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INDUSTRIAL BACKGROUND OF THE STUDY

For the past few years, the technology has advanced with gathering processing
anddistribution of information. It has lead to enrichment of world wide
telecommunications,radio, television and launching of communications satellites.The
economy is growing due to rapid technological process where the need for communicating
each other has been necessary. Organizations with hundred of offices spreadover wide
geographical area routinely expect to gather information at their remote out put atthe push of
the button. This realization resulted in a sophisticated way of communicationwhich has leads
to development of mobile and telecommunication industry.In the earlier days the
telecommunication sector was operated by government. But asthe economy had its growth
with more population and companies coming in the need for communicating mobile, gathered
importance. This leads to liberation and privatization of economy where new companies
emerged in the mobile industry. In this whole processcompanies like AirTel, Spice, Hutch and
Reliance have taken birth.These companies have entered in to the market providing different
types of services.In order to give good and accurate communication network companies had
to work with thehelp of satellite networks. At present these are two types of satellite network
namely.Global System for Mobile Communication (GSM) and Code Division Multiple
Access(CDMA) Technologies which are marketing communication networking more easier.
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Global System for Mobile Communication [GSM]

It is one of the satellite networks which have been designed as a fully digital system. Itis
currently use in over 50 countries inside and outside of Europe Global System for
mobilecommunication work with the help of frequency above 1800MHz. A GSM system has
up tomaximum of 200 full duplex channels per cell. Each channel consists of downlink
frequencyfrom base station to the Mobile station and uplink frequency from the mobile
station. Themobile station is located at particular distance with communication to base station
whichmakes the signal reachability more easier. The base station is used to announce
incoming callseach mobile station monitors its base station continuously to watch for calls it
should answer.At present Global System for Mobile Communication Technology is used by
companies likeAirTel, Hutch and Spice etc
Code Division Multiple Access [CDMA]
It is yet another method for allocating a wireless channel. It is one of the satellitenetworks
which is used for communication purpose. It is completely different from all other allocation
techniques. Code Division Multiple Access is based on dividing the channel intofrequency
bands and optical fibers. It is typically used for wireless systems with a fixed basestation and
many mobile stations depend on how for away the transmitters are CDMA Allowseach
station to transmit over the entire frequency spectrum all over the time.The base station gives
commands to the Mobile stations to increase or decrease their transmission power.Companies
like Tata Indicom, Reliance are using the CDMA Technology.
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FACTORS AFFECTING BRAND AWARENESS.

Ans.

Brand Awareness refers to the strength of a brands presence in the consumers mind.

Awareness is measured according to the different ways in which consumers remember a brand,
ranging from recognition to recall to top of the mind. Some of the major factors affecting brand
awareness are:
Brand Name : One of the most important factor affecting brand awareness is the brand
name. Brand name plays an important part in creating awareness for a brand. Also whether the
name is really very meaningful or completely baseless they both affect brand awareness.
Bacardi Breezers flavoured aerated vodka based drink Hp Ghoda Lal diesel engine oil Centre
Shock chewing gum.

Advertising : Advertising also helps to create Brand awareness in a big way. Take any
brand name
Fevicol, Vicks, Pepsi all have used ads for creating awareness among their consumers.

Celebrity : Another important factor affecting Brand awareness is the celebrities endorsing
the Brand.
Whenever you see a celebrity you love endorsing a brand you tend to propagate the Brand.
Coca Cola experienced a tremendous increase in brand following post ad campaigns with
Hrithik Roshan and Kaho Na Pyaar Hai.

Parent Company : To a large extent the parent company helps in promoting a brand. The
parent company in many cases is so popular that its brand automatically become popular and
people become aware about the product.
TATA always promotes it brand with its name along with the brand such as TATA INDICA, TATA
INDIGO, TATA SALT.

Sales Promotions and Offers : It also helps in making the consumers aware of the brand.

Some of the sales promotion activities that companies carry out help them in a big way to make
their target aware of the brand.
BAJAJ Chetak campaign of ` 999 and you could buy a scooter.

1st Mover Advantage: Usually the company that enters a product category first has good
awareness about its brand. Usually people tend to remember the first player to enter the market.
Parle products BISLERI in the packaged water segment.

Public Relations: The coverage that the fourth estate and magazines provide a brand
also helps in building awareness about a brand.

The popularity of local restaurants such as Olive and Athena has been boosted by the page 3
mentions in Bombay times.